As with illustrations on photos, styles crossing will be big in 2018. Two key factors have contributed to the sea of sameness that exists in advertising at the moment. Firstly, lazy designers copying big brands; think of Nike and Spotify’s use of duotones and gradients last year – two effects which have become commonplace and will continue to be seen a lot. And secondly, the rise of cheap templated files available for purchase such as ‘out of the box’ artwork for Instagram posts, which are commonly used by e-commerce businesses.
This year, true creativity will be celebrated and the rise of styles crossing is an early indication of this. Think structured type and shapes paired with hand-drawn illustrations, photographed objects intersecting with text, and traditional serif fonts paired with bold sans serif fonts and hand lettering. This trend will draw inspiration from art and art history, with the Gucci 2017 gift campaign being a good example of this. It’s a trend that excites us here at Sutton Young!